One-third of Apple iPad buyers plan to read books, newspapers
In a poll of 2,176 consumers released this week, comScore found that 37 percent of potential iPad owners said it is "likely" that they will read books on the device. Another 34 percent said they would read newspapers and magazines.
Ironically, those totals are more than the 26 percent of respondents who said they would download software from the App Store, suggesting consumers may be confused as to how they will access books and newspapers on the device. Apple's iBooks application, which includes the iBookstore marketplace, will not come preinstalled on the iPad, and must be downloaded from the App Store.
The study also found that consumers who are already a part of the Apple mobile ecosystem, referred to by comScore as "iOwners," are more likely to pay for newspaper and magazine subscriptions than others. In all, 52 percent of "iOwners" said they were willing to subscribe to print content formatted for an e-reader, while 22 percent of all other consumers said they would be willing to subscribe.
"These findings suggest that those who are already familiar and comfortable with making digital content purchases via iTunes may have a relatively higher receptivity to making similar purchases for the iPad," the report said.
The survey provides some insight as to how users plan to use the new portable multimedia device, which goes on sale April 3. The most popular option for users is browsing the Internet, with 50 percent saying they will access their favorite Web sites via the iPad.
Close behind is checking e-mail, which 48 percent of respondents said they plan to do. In addition, 38 percent will listen to music, 37 percent will use the address book and contact list functionality, and 36 percent plan to watch videos and movies.
The study also found that consumer awareness of the iPad has matched that of Amazon's Kindle, with 65 percent of respondents having heard of both. Demand for the iPad has also exceeded the Kindle, as 15 percent said they will seriously consider buying an iPad, while 14 percent would consider the Kindle.
That supports another study released earlier this month that found that interest in the Amazon Kindle has waned after the iPad was introduced in late January. Until now, the Kindle has been far-and-away the e-reader market leader, but its black-and-white e-ink display makes it suitable for a very limited number of tasks.
Additional discoveries from the comScore study include:
- Consumers are generally happy with the "iPad" name, with 49 percent having a positive impression and 27 percent indifferent. The results are also gender-neutral, with both men and women having the same reaction.
- Unsurprisingly, those who already preordered an iPad are likely to already own an iPhone or iPod touch. But 15 percent of both "iOwners" and "non-iOwners" said they are likely to buy.
- In terms of cannibalism, 37 percent of respondents said they are most likely to have the iPad replace an iPod touch. But only 22 percent of consumers said they would use an iPad in place of a netbook.
- AT&T customers are more likely to buy the iPad in its first three months, with 25 percent of them stating their intent. But just 10 percent of Verizon subscribers said they will buy an iPad.
60 Comments
Not this kid.
1. Internet
2. Test apps
I'll be on the line next week saturday.
In terms of cannibalism, 37 percent of respondents said they are most likely to have the iPad replace an iPod touch. But only 22 percent of consumers said they would use an iPad in place of a netbook.
If that's true, then I guess a huge portion of iPod Touch owners don't use their iPods for listening to music on the go.
The new higher costs is obviously a issue.
e-Books have already started coming to Mac's with Amazon's Kindle for the Mac software. CourseSmart has textbooks, lets one read less than 20% to judge and get a refund if they don't like it.
Really don't need another device for that, unless you have children.
Newspapers perhaps, but I doubt magazines would work well on a iPad, as a lot of magazine content is duplicated on the net an not subject to advertiser influence like it is on a magazine. (only exception would be Consumer Reports)
Same situation as computers, people will turn to the net first for content.
Duplicate computer or smaller device functionality
Need large storage, 64GB isn't enough for music and everything else for a lot of folks.
dupe functionality
Need large storage and constant syncing with main computer, a chore. People will opt for a large non-reflective screen for watching movies first, the iPad second for long stays away from their TV.
OUCH! Just a bigger iPod Touch, talk about cannibalism.
Netbooks gives a lot more ergonomic features, it holds the screen in place to match the eyes, has a real tactile feel keyboard, lots more storage and the screen doesn't get all scratched up. Also for $300 you get the complete standalone machine, the iPad requires additional purchases to function and another computer to operate.
Apple created the ultimate up-sale device with the iPad, for $499 it gets one in the door, but over time with additional necessities, like a keyboard, stand, case, more storage, etc. the price comes up to what one could have bought a MacBook for.
If your main Mac goes down, one can use the MacBook to help, boot into Firewire target disk mode, but with the iPad one can't. Something to think about.
The iPad provides no essential use for the general computing public like the iPod did. It will sell as well as a iPod Touch does and for gaming purposes chiefly is my guess. It all could change if Apple solves a new market need.
Of course e-reading is going to be a big draw for iPad customers. It interests me, I want to read books, magazines and newspapers on the iPad - as well as everything else it offers.